JEDDAH, 4 April 2007 — A Saudi Arabian Football Federation (SAFF)-endorsed program to foster a new generation of soccer stars was launched here on Monday night. Dubbed “Pepsi Street Football Challenge,” the program, described as the first of its kind, will have the participation of 256 teams in each of Saudi Arabia’s four regions — Riyadh, Jeddah, Dammam and Abha. Each team will comprise five main players and a substitute between the ages of 10-14.

This is part of the effort to promote the development and advancement of the sport across the Kingdom and the rest of the GCC, SAFF Secretary-General Faisal Al-Abdulhadi and SAFF Consultant Ibrahim Al-Qoubae told a press conference at the Jeddah Hilton.

The event will bring together the winning teams from Saudi Arabia, Oman and Bahrain, out of which will be selected the top 22 rising football talents in the GCC. The young hopefuls will be enrolled in the Euro Camp, part of the Chelsea Football Club in England for an activity-filled month of training exercise by Chelsea coaches in various soccer facilities in London. “The objective is to help them learn new techniques and skills that will enhance their dexterity and improve their football capabilities,” Abdulhadi said.

“Soccer is a sport that is a national favorite, one that is dear to the hearts of Saudis,” Ken Newell, GCC business unit general manager at PepsiCo International, said.

“As a brand that is closely associated with the popular sport, Pepsi is committed to contributing to the next generation of national soccer stars and providing them with the world-class training required to develop their inherent talent into a real-life profession.”

The one month getaway in England will include a series of cultural trips in addition to football-filled activities to encourage physical fitness and develop world-view mindsets, ultimately augmenting their entire experience.

“We want to instill an understanding that soccer is much more than a game. It requires both physical and mental fitness and disciplines that are applied in daily life such as leadership, teamwork, respect, obedience and persistence,” Newell added.

Pepsi officials said that the program had been endorsed by football federations in each GCC state.

The Pepsi Stars Squad will comprise 22 GCC hopefuls — 8 from Saudi Arabia, 4 each from Oman and Bahrain, and two each from Kuwait, Qatar and the UAE.

“Pepsi is committed to contributing to the next generation of national soccer stars and providing the squad with the world-class training required to develop their inherent talent to a real-life profession,” Muhammad H.A. Al-Jomaih, assistant general manager of Al-Jomaih Bottling & Can Making Plants, said.

To participate in the Pepsi Street Football Challenge, young hopefuls can register online www.pepsiarabia.com or www.axemevents.com, or by submitting their enrollment form to the local event management office mentioned in the enrollment form or by sending the form via fax: +966 1 4602690. A toll free number (800-127-8000) has been setup to answer any inquiries.

There are many other plans in the offing to help grow national talents into becoming world-class players that could one day dominate international football, Pepsi officials said.